Presentation given at the AMA about the effectivenes of radio with a local auto dealer case study.

1. THE ORIGINAL
WIRELESS
Radio: Classic Technology in the Modern World
Still Captivates Audiences
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.Radiogurupdx.com

2. The indisputable, prove facts…
235,000,000
People reached by Radio every week
Advertising Age, October 23, 2007

3. Radio is accessible to everyone –
all walks of life.
93% of the Metro Area listens to Radio
weekly.
The average person listens to
about 3 hours Radio daily.

4. 83% of the Metro Area are reached
when you combine Local Radio with
the Internet.
Working folks listen to more Radio.
Digital Savvy Consumer’s are
heavier Radio listeners.

5. 92% of lead-in audience stay tuned
through commercial breaks.
67% hearing things on the Radio will
remind me to look up something when
I’m using the Internet.
Radio is Bold Face marketing

6. Local Radio is
PERSONAL.
“I feel like the advertisements were directed
toward me personally,” and “Advertisers who use
this medium care more about reaching me
personally.”
Wirthlin Worldwide Study:
Radio’s Personal Relevance,Personal Connection

7. TOP 5
Emotional attributes people associate with local Radio:
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
Improves your mood.
Makes you feel motivated.
Comforts you.
Makes you relax.
Helps you have a good time.

8. Local Radio is
POWERFUL.
“The key to advertising today is reaching the individual
through multiple channels of communication states.”
Richard Rosen, CEO
AlloyRed Brand-Interaction Marketing and Advertising.

9. RADIO FANS + ONSITE + ON AIR + ONLINE + MOBILE
= PERSONAL CONNECTION

10. Local Radio
leverages it’s power to capture large audiences on air
and grounds your message with technology:
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
Websites.
Text messaging.
E-Messages.
Online Streaming
HD Radio

11. Indisputable…
RELEVANC

12. Local Radio is
PROFITABLE.
Radio moves product. Across four different advertisers,
Radio advertising consistently and significantly increased
product sales and delivered meaningful profit for each
dollar of advertising. Radio demonstrated that it can
function as a primary medium for advertising.
Millward Brown and Information Resources, Inc.
Radio’s ROI Advantage, June 2005

13. Radio is
PROFITABLE.
Wal-Mart Radio's Top Spender.
The discount retailer has had some of the Best Sales
Numbers of Any Store During the Economic Downturn.
At the same time it's Boosted Radio Spending. Media
Monitors says Wal-Mart was radio's biggest advertiser last
week, airing 52,739 spots. That was 17,000 more than the
second-biggest spender, Geico.
October 2008 Radio Ink

14. Weston KIA
STORY & STRATEGY
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
Mr. Mike Berryman

15. www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
History:
Weston Kia started as a
converted Gas Station
7 UNITS A MONTH AVERAGE

16. My Marketing
Mantra:
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
Dominate One
Medium

17. I Chose to RADIO
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com

18. CHALLENGE
SELL CARS AND LOTS OF THEM…FAST:
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
Poor reputation for quality KIA
No Awareness for KIA Brand in PDX
No Awareness for Weston as a Dealer

19. www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
ACTION
DOMINATE THEN EVALUTATE:
Poor reputation for quality KIA
Create a message that Sticks & Compels
Make the Message Count with Intense Frequency
Know thy Customer, Know thy Station

20. www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
Went from 7 units to:
68 in the first month
73 units the second month
81 units the third month
WESTON DOMINATED
SALES
RESULT
WESTON KIA BLEW EVERYONE’S MIND:

21. www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
What happened for the next 7 years?
#1 Oregon KIA Retailer
RESULT
The Rest of the Story:
Awards & Recognition
Top KIA Dealer in the US

22. RADIO &
INTERNET
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
“People just don’t wake up with a KIA trigger in
their mind and search for more info on the web.
Something doesn’t come from nothing.
Radio drives Internet activity for us.”

23. www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
What about
NOW in this
UGLY
ECONOMIC
time?

24. INCLUDE &
INCREASE RADIO in
YOUR MARKETING
MIX by at least 25%
and WIN!
THANK YOU
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com

25. Radio Ad Lab Studies…
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
• Engagement, Emotions, and the Power of Radio
Gallup & Robinson
• Radio and the Internet: Powerful Complements for Advertisers
Gallup & Robinson
• Personal Relevance Two: Radio’s Receptive Ad Environment
Harris Interactive Inc. and the Radio Ad Lab
• Radio’s ROI Advantage
Millward Brown and Information Resources Inc., Radio Ad Lab
• Synergy: The Benefits of Moving Money Into Radio
The PreTesting Company and the Radio Ad Lab
• Personal Relevance, Personal Connections: How Radio Ads Affect Consumers
Wirthlin Worldwide and the Radio Ad Lab
• Radio Ad Lab White Papers www.radioadlab.com - www.rab.com

26. and Other Sources of Information…
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
• Radio Marketing Guide and Fact Book 2007-2008
Advertising Bureau
• “Clear Channel Radio: Big Bucks Up for Grabs for the Radio Advertising
Radio Ink, July 17, 2007
• “Good Neighbors: Mary Beth Garber Explains the Virtual Neighborhood
that Unites Radio and Its Listeners”
Radio Ink, June 4, 2007
• www.dictionary.com
• Synergy: The Benefits of Moving Money Into Radio
The PreTesting Company and the Radio Ad Lab
• Media Facts: A Guide to Competitive Media
Radio Advertising Bureau
• Newspaper Association of America
 Media Audit 2007